EMPLOYER BRAND AND THE IMPACT OF EMPLOYER BRAND ON RECRUITMENT

Abstract

Today, changes in the technological, socio-economic and cultural environment have created a more intense competition environment in the sense of attracting talents into business. In this environment it has been seen that the most important element in creating competitiveness and creating a difference in competitiveness against the competitors is human resource, which has caused the companies to overtake the structures and have invested in human resources to develop new strategies to attract and retain talented employees. Attracting qualified talents into business and retention of qualified human resources depends on the efficient use of this source. The concept of employer branding has come to the forefront in the creation of the best place to work at this point. All businesses inevitably have an employer brand. No matter how big the business is, there is a perception that it creates on employees regardless of their field of activity. This perception has the brand of employer with the reason. Employer-branded businesses are differentiating from their competitors and emerging as an important concept that increases its popularity over time. With the increasing popularity of the employer brand concept and the understanding of the concept, companies have begun to think more candidates and employees centric. In this respect, in order for the companies to attract the labor market capability to the company, the candidates must be in the effort of creating a strong employer brand in order to be the company that needs the most work in the eyes of the current employees. When companies move with this understanding, both pools will give the same value and will release a good perception so that they will have a strong employer brand. Businesses with a strong employer brand benefit from attracting qualified workforce to the institution. In this study, it is aimed to examine the effect of employer brand on recruitment.